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Apple's Phil Schiller takes ALS "ice bucket challenge", challenges Tim Cook

Apple's Phil Schiller takes the ALS Association Ice Bucket Challenge

Have you heard of the ALS (Amyotrophic Lateral Sclerosis, AKA "Lou Gehrig's Disease") Ice Bucket Challenge? The challenge is a fundraiser to pull in funds for the ALS Association in which celebrities and non-celebrities alike pour a bucket of ice water over their heads and then challenge others to do the same, or make a donation to fight ALS within 24 hours. It's been a whopping success, raising US$4 million in donations since July 29 -- compared to $1.12 million during the same period last year -- and adding 70,000 new donors. Apple marketing head honcho Phil Schiller took to a California beach yesterday to soak himself, then challenged Apple CEO Tim Cook and a celebrity friend to join in on the fun.

Schiller sent out three pictures via Twitter showing himself in a dry Boston College T-shirt, dumping the bucket of ice water over his ear, and soaked and smiling afterward. Schiller then challenged his wife Kim, Tim Cook and NCIS: Los Angeles actor Chris O'Donnell to also "take the plunge" and/or donate to the ALS Association.

Cook has until 7:57 PM PT tonight to respond. The whole world is watching... TUAW readers can make a donation to the ALS Association and join in on the challenge.

Apple's Phil Schiller takes the Ice Bucket Challenge for ALS

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